Fast Fashion UNIQLO Sister Brand GU Has Gone A Different Way.

Close to Tmall's "double eleven" Carnival, Chinese consumers let GU China.

The person in charge is surprised. "The growth of online stores is the 200%~300% of our booking target".

Perhaps most people are not familiar with the brand of GU, but it is familiar with its parent company fast selling group and sister brand UNIQLO (UNIQLO).

In the autumn of 2013, GU entered China. In the fast fashion, the price of UNIQLO has been counted as "close to the people", but the price of GU is lower than 20%~30% on average.

Today, GU has only opened two stores in China and belongs to a family group UNIQLO. Up to June 2015, the total number of stores in UNIQLO China has reached 363.

In August 2015, GU officially entered Tmall. Misaki Sato Da said that 200%~300%'s strong online sales led GU to discover another gold mine.

At present, the company focuses its efforts on the electricity supplier, because "through online shopping, you can touch the product's information to all Chinese consumers".

China's electricity supplier market exceeds 50 trillion yen a year.

The retail sector accounted for 10%, while Japan had only 5%.

These figures make Misaki Sato Dachiya expect that "double eleven" can bring breakthroughs and breakthroughs to young brands like GU.

He even laughed, "UNIQLO will worry that we can overtake it."

Double eleven in 2014, according to Tmall's official sales ranking, UNIQLO single day sales exceeded 120 million yuan, ranking second runner up.

"UNIQLO has been developing in China for many years and has gained popularity.

So it's relatively easy to open the shop channel to another place. "

Cheng Weixiong, general manager of Shanghai Liang habitat Brand Management Co., Ltd., a clothing industry marketing expert, pointed out that although brands like GU belong to one group, it is difficult for them to become famous after entering the market late.

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"In the course of our investment, we will find that those international fast fashion brands are not as popular as the second tier cities in the cities below three lines."

Cui Chen, director of the business administration center of Han Bo, agrees with the above view.

In addition, she also believes that because GU and UNIQLO belong to one group, the group company is in the same group.

It will be differentiated.

One is more radical and the other is conservative.

Another problem is that direct stores need a lot of money to support the brand.

As a result, a large flow platform like Tmall has a fatal attraction for those brands that are increasingly entering the Chinese market.

The strategy of opening only direct stores has made the latter cautious.

Apart from North Shang Guang, these international brands do not understand other Chinese markets.

Smart start choosing to "test the water" online and cultivate consumers.

Tmall apparel category leader Ding Ding believes that with the aid of Ali

The international brand can also be laid out under the line.

Many international brands that only opened in the most prosperous areas of the first tier cities, such as UNIQLO, can accurately match consumer demand through big data, and go deep into China's three or four tier cities.

Nevertheless, these international brands are reluctant to abandon their online share.

Misaki Sato Dachiya said that GU now has 9 years of development in Japan covering more than 300 stores, and will not abandon the offline shop plan because of the momentum of online development.

"The development of China in the future will not lose to the sister brand, UNIQLO."

He said.